Lions increase season ticket prices 8.2 percent

Despite coming off a 7-9 season, Detroit Lions season ticket prices will increase an average of 8.2 percent for the 2014 season, the team announced on Monday.

For the first time, the Lions will offer variable ticket pricing — assigning each of their preseason and regular season games to one of three pricing categories.

Preseason game tickets will decrease by 70 percent and will be the lowest category. The highest-priced category includes high-profile matchups or prime-time games such as Thanksgiving. Season ticket members will pay the lowest ticket price for their seating location for all games.

The Lions are the first NFL team to use this strategy according to SportsBusinessDaily.com.

“Data from the secondary market has equipped us to make more educated and fair pricing decisions based on anticipated demand,” said Todd Lambert, vice president of ticketing and suite sales. “We’re now using that information to offer a better ticket experience for season ticket members who previously paid the same price regardless of the matchup or viability as a regular or preseason game.”

The average season ticket price will be $83.36 per game.

For 2013 the league average season ticket price was $82 according to a MoneyCNN.com story on Sept. 7. Last season the average NFL season ticket price was more than $85 for 22 teams.

“The decision to incorporate an increase in overall ticket pricing was made after careful consideration,” said team president Tom Lewand. “To remain competitive in the NFL and offer an extraordinary fan experience, we need to be able to invest right back into our product and that’s exactly what we’ll continue to do.”

The Lions were 7-9 last season which led to the firing of Jim Schwartz.